Superdry boss anticipates post-lockdown rush as stores close

Superdry reported a drop in revenues in the six months to October 24, reflecting a tough trading environment amid the coronavirus pandemic.

In-store sales dropped 44.8% year on year with its store estate closed during the first lockdown, but this showed improvement in the second quarter with a decline of 32.1%.

This was partiallly offset by online sales, which grew 49.8% year on year for the first half, with like-for-like sales up 51.9% in the last six weeks.

This coincided with the launch of Superdry’s autumn/winter collection, the first that returning boss Dunkerton and creative director Phil Dickinson have completely influenced.  

Dunkerton also credited the rise in engagement and online sales to chief marketing officer Justin Lodge, who used his skills to bring the retailer’s social channels “to the level of a pureplay” using a host of influencer campaigns. 

While Superdry’s stores are now closed to the public under lockdown regulations, Dunkerton has made plans to drive ecommerce sales and make up for lost time in December and on Black Friday.

The fashion boss said that Monday to Wednesday this week were some of the busiest the retailer has seen, as shoppers dashed to stores before lockdown, and he expects more of the same when restrictions ease.

He told Retail Week: “These last few days have been wonderful. December 2 will be like a starting gun and we’ll all be off into the stores. As great and as useful as online is, you can’t beat that in-store experience.” 

”What’s going to happen is that December will be really busy in the physical space – the pent-up pressure of shoppers and people wanting to get out into stores will mean December will be really good for stores.”

Black Friday is set to be a big focus for the retailer this year, using its online channels. 

Dunkerton added: “We are going to double our option count for both Black Friday and beyond. We have overcome the technical limitations that stopped us from putting on our whole stockpile last year. Last year, we had 12,000 options and by Black Friday we will have 25,000, which is a huge shift. 

“We’re repurposing our retail logistics team onto online. 70 of our stores are doing fulfilment from stores, which is a massive improvement on last year. We’ve got an influencer campaign that we wouldn’t have had a year ago thanks to Justin Lodge – so we feel pretty good about our preparations. 

“Obviously, there will be a strong transfer to online, and Black Friday moved heavily online anyway last year – that shift has already happened.

“Of course there will be a cost, but Christmas is a unique time of year and I think that a lot of that loss in November will be made up in December and online. Will it be lost forever? Only a small percentage will be, and we will recover a lot of it. ”